Oracle Blog

Enabling Commerce Anywhere for the Retail Industry

Social CRM

Last week, Salesforce.com acquired Radian6 for approximately $326M in their quest to extend CRM into social networks. Radian6 is a social monitoring tool used by 2,400 brands -- its one of the more popular commercial tools out there. In the last few months, Salesforce.com has acquired two other companies, DimDim and Heroku. These three acquisitions make it clear that Salesforce.com believes social media, and Facebook in particular, is a critical aspect of CRM.

As my friend Tim Jones, CEO of Buzzient, likes to say, "The most important things said about you are when you aren't in the room." It makes sense for businesses, retailers included, to listen to what customers are saying. To that end, Buzzient has been integrated into Oracle CRM OnDemand for a while now. Take a look at this demonstration:

This is so very cool! Relenta CRM has similar integration of social into CRM (along with email). Social network messaging is interspersed with each customer's activity stream and can be handled/shared/delegated without having to switch between browser windows.

http://blog.relenta.com/social-crm-in-action

"The most important things said about you are when you aren't in the room."

Impressive.. I guess the code of success is fast becoming 1984..the all pervasive big brother (retailer) is watching the customer whatever they do..however, on a serious note, the only challenge i see here is the proper management of data and information generated. As most of the info and data will be qualitative in nature, as the volume will grow, the personlization is bound to come down, which is of primary essence. But despite all the challenges this is really good...

Yes, I have seen this demonstartion video. Definitely Oracle is in right direction :)

I believe the acquisition of Radian 6 by SFDC further justifies that Social CRM is here to stay and I am hopeful that in the time to come this will be a as-is for any business who aims to be truly customer-centric.